Marketing for over 60 managed care providers including HMOs, PPOs and hospitals in the last 30 years presented some of my most difficult assignments. The healthcare marketing landscape contains unprecedented complexity that makes marketing goal setting skills more critical than ever.
Key differences between B2B and B2C direct marketing activities.
1. Telesales are used more in BtoB new business acquisition.
2. Lead and sale cost allowables tend to offer more flexibility in B2B.
3. The contact quantities for B2B are lower.
4. The database requirements make B2B direct response extremely complex.
After creating a number of BtoB lead generation and marketing programs for BtoB marketers, it is clear to me that we face sometimes overwhelming barriers to success.
In mid 2011, Marketingsherpa performed research to uncover the barriers that exist for more than 1,700 BtoB marketers. The research graphs 13 barriers. But this post addresses 6 of the top barriers that reflect what my clients have confirmed many times.